5 manufacturers in Malaysia that hit the jackpot with social media advertising and marketing


The pandemic has accelerated the age of the buyer. For manufacturers to outlive, it’s much more urgent for them to fulfill shoppers’ ever-changing calls for and be wherever they’re always. In line with Talkwalker’s “2022 Social Media Traits” report, TikTok will take over social media, leaving different platforms to adapt. On the similar time, social adverts will develop because of the deprecation of third-party cookies.

The report additionally highlighted that omnichannel engagement will change the way in which shoppers interact with social media. Shoppers are now not loyal to at least one channel, leading to content material diffusing cross-platforms sooner than ever. For manufacturers that want inspiration to deal with the fast-changing social media panorama, the crew at A+M has your again. 

We turned to our Advertising and marketing Excellence Awards Malaysia 2021 outcomes to seek out out which corporations impressed the judging panel with their social media advertising and marketing methods. Listed alphabetically, the highest 5 winners beneath received over our impartial panel by way of the work they’ve carried out.

1. Malaysia Airways

With lockdown plaguing most nations in 2021, journey appeared out of the query. Whereas folks may now not journey as they wished, Malaysia Airways sought to treatment this downside, in addition to uplift these affected by a distinct form of cabin fever, by dazzling its prospects with a brand new form of product – The Sounds of MH, an Autonomous Sensory Meridian Response (ASMR) audio observe consisting of the varied sounds of journey.

ASMR is a form of mind therapeutic massage that’s stress-free and presents customers a full-body massage-like expertise. For this explicit marketing campaign, Malaysia Airways discovered the proper solution to are inclined to travellers’ woes, an answer that will provide as soon as extra the expertise of flying, albeit merely, by way of sound.

From the second one enters the airport to embark on their subsequent journey journey, they’re greeted by hundreds of sounds: of checking in, to safety checks and boarding gate bulletins to the Malaysia Airways in-flight bulletins, sounds of taking off, the dinging of the seat belt and extra. 

The Sounds of MH is a 30-minute-long video that transforms one’s thoughts right into a dwell theatre by way of the ASMR function, and was uploaded on YouTube for all to take pleasure in. The corporate additionally utilised its TikTok, Fb and Instagram channels as different mediums the place it may market its newest innovation, carried out by way of quick 15-second snippets of the audio observe.

Person-generated content material was additionally utilized by the corporate to raised interact with audiences. This included teleprompter challenges the place audiences would be capable of give their rendition of an in-flight cabin crew announcement or a pilot’s announcement. These challenges had been additionally made in varied languages to swimsuit the demographic of Malaysians – English, Malay and Mandarin.

The marketing campaign resulted within the firm’s YouTube channel gaining over 100,000-subscribers, and the typical view length went up by 54%. Whereas TikTok was a brand new platform for the model, the teleprompter challenges led to the rise of latest subscribers, beginning at lower than 500 and reaching 15,000 within the first 4 days of the problem’s launch. The language flexibility function additionally helped the model obtain over 1.8 million views and 9,749 members throughout TikTok, Instagram and Fb. Many celebrities additionally took half which led to free publicity.

Malaysia Airways was additionally in a position to attain PR protection from 33 information shops domestically and globally, resulting in a rise in PR media worth of RM3,426,690 and publicity by way of celebrities’ social media accounts, with nearly zero funds invested.

2. Nando’s Malaysia

Nando’s Malaysia labored with company Fishermen Built-in for its re-celebrate marketing campaign in 2020. The important thing goal of the marketing campaign was to improve social buzz degree and optimistic sentiment by 10% through the marketing campaign interval and improve dine-in gross sales by 5% by driving footfall to the shops by way of its RM10 off Full Platter-for-4 promo redemption.

As a result of Motion Management Order in Malaysia stopping diners from eating in, Nando’s suffered a 74% dip in gross sales throughout this era and had problem competing with rival chains that had already established a powerful supply presence and had been outfitted with giant advertising and marketing budgets.

To remain top-of-mind amidst massive rivals corresponding to McDonald’s, KFC, Pizza Hut and Domino’s, Nando’s appeared to discover a approach the place it may improve the model’s affinity and social media presence whereas utilizing a low funds. The important thing objective was to drive extra prospects again to Nando’s and dine in as soon as extra.

Nando’s analysis revealed some key insights relating to related matters, corresponding to what Malaysians wish to post-pandemic. The three issues Nando’s recognized had been assembly associates, spending time with household and eating out. But because of the pandemic, there have been a whole lot of missed celebrations and Nando’s sought to choose the spirit of Malaysians up once more by way of its “Re-celebrate 2020″ marketing campaign, which allowed for “every part you wished to have fun however couldn’t in 2020”.s Nando’s then invitations prospects to take action on the meals outlet itself.  

The model utilised social media as its important advertising and marketing device, and rolled the marketing campaign out in three levels: teaser, launch and social PR activations.

The primary a part of the marketing campaign teaser noticed the model submit two greeting posts on its social channels, one celebrating Hari Raya and the opposite Chinese language New 12 months. These had been posted in September and didn’t align with the dates the festivities really came about and had been carried out deliberately to stir confusion and curiosity. Nando’s selected to submit this on the Sabah state election weekend, which made folks hyperlink Hari Raya to Pilihan-Raya. Unsurprisingly, many thought Nando’s had made a mistake and had been sharing it, which generated on-line buzz, extra in order Nando’s continued to maintain its followers, and even manufacturers and information portals, guessing.

Subsequent was the launch video, the place Nando’s owned as much as its followers two days after the posts by way of a 60-second storytelling video, carried out by way of animation. Therein it revealed that it didn’t in truth combine up the dates, however simply wished to re-celebrate the 12 months. Nando’s took this chance to supply a promotional meal, which included RM10 off a full platter for 4. Not stopping there, the model obtained its followers to have fun the festivities by having them costume up for the event, and continued the dialog on social media, to construct extra model love and buzz. It additionally did a shock supply to says.com and NST to have fun the brand new workplaces and 175th anniversary respectively.

Nando’s achieved its marketing campaign goal objectives by rising buzz by 20% and seeing 2,232 weekly promos get redeemed. Model mentions and optimistic sentiment additionally elevated by 119% and a pair of% respectively. Nando’s additionally topped Twitter’s trending charts and noticed a ten occasions improve in natural attain throughout Fb, Twitter and Instagram. The marketing campaign additionally generated RM908,000 in earned media worth, from 37 articles and 33 social postings. 53 manufacturers, on-line media and KOLs additionally engaged with Nando’s by way of social postings and feedback.

3. Taylor’s College

Taylor’s College appeared to sort out the matters of inequality, discrimination and underrepresentation for its 2020 Deepavali marketing campaign. These matters had been chosen in mild of social points in Malaysia, notably these affecting Malaysia’s Indian inhabitants. Taylor’s shared that as a minority inhabitants, Indians are extra impacted by laws and insurance policies, which creates each socioeconomic disparities and social discrimination.

Karmveer Singh, doctoral candidate in Southeast Asian Research with a specialisation in Malaysia, wrote about how Malaysian Indians are marginalised and excluded from the mainstream of nationwide improvement. This contains fundamental requirements, elementary rights, and equal alternatives for progress.

Taylor’s wished to make clear these points and spark conversations round them, eager to change into key thought leaders that will champion such conversations. In line with Taylor’s, this was an empty area that its friends weren’t occupying, so it wished to personal the area and set off these conversations whereas elevating consciousness to Malaysians.

The marketing campaign took kind in a video and tells the story of a younger Indian boy Kumar, and was made accessible on digital platforms corresponding to YouTube, Instagram, LinkedIn, and WhatsApp. Taylor’s cited how its neighborhood communicates with the model by way of social channels, and the way it’s these channels that give the widest attain with the chance for conversations to flourish. “We wished to get as many eyes on this as attainable and believed that the content material had the potential for prime shareability,” stated the model.

A key problem for Taylor’s was the best way to strategy the tone of the video. With the goal of not sounding too crass or preach-like, it referenced content material that was available on-line to see points like such had been portrayed. It discovered that past direct articles, these issues had been raised by way of the expressions of music or comedy, and had been made by way of private enchantment.

To additional steadiness the load of the message to the tone of its supply, inspiration from exhibits corresponding to “Child’s Say the Darndest Issues” and viral movies of toddlers swearing had been considered. Taylor’s then landed on an concept to wrap these points within the type of harmless questions that got here from a genuinely curious little one and injected some humour into the way in which it was offered to assist with this steadiness as properly.

As lights are a outstanding image of Deepavali, Taylor’s took this additional by increasing the time period to characterize data, that will illuminate the hearts and minds of individuals to battle injustice. Moreover, as an schooling model, it was a chance for Taylor’s to offer that mild on Deepavali.

Taylor’s labored with companions Imagineers Movie for the video, preferring a seasoned accomplice that has developed a novel degree of understanding of the model’s objectives, with a hand in hand strategy to the venture. The sensitivity of the messaging additionally required meticulous detailing, having the fitting actors and the fitting expressions for the roles. 

To create uniformity in its key message, the finished movie was exported onto a wide range of codecs to cater to all platforms. Taylor’s recognized its company web site as having the very best attain, which led the model to create a dynamic banner with snippets of the movie and a call-to-action to look at the total movie on its YouTube channel.

YouTube was the first website for the video, the place the model utilised TrueView to maximise attain. On the neighborhood entrance, Instagram was probably the most lively platform, and the video was uploaded to IGTV with captions burned onto the visuals, to maximise attain effectivity. Taylor’s additionally posted teasers on its channels previous to the launch of the movie to construct anticipation, utilizing teasers optimised for cellular expertise by way of a portrait crop, a 4:5 crop for Instagram posts and a 9:16 crop for Instagram tales.

This was a deliberate resolution on Taylor’s half, as information confirmed that cellular was the first consumption system for the model’s content material. The model additionally utilised WhatsApp, and exported a lighter model of the video that will be WhatsApp pleasant, for simple distribution to inner teams, brokers, and companions.

The marketing campaign garnered 1.2 million views on YouTube, over 47k views on Instagram, and near 1.9 million views on Fb. The video garnered a lot interplay with over 5.5k engagements on YouTube, greater than 6k on Instagram and 16k on Fb. There was a complete of 9k shares throughout all platforms.

4. Berocca

Berocca, a healthcare model underneath Bayer Malaysia, appeared to alleviate Malaysians’ well being throughout Ramadan by dedicating a marketing campaign to energise Malaysians with its merchandise. Throughout Ramadan, Muslim Malays are required to quick on daily basis from daybreak to sundown and go about their day by day routines regardless of not with the ability to eat or drink the entire day. Berocca recognized that modified dietary habits and sleep patterns throughout Ramadan could cause folks to be additional exhausted, particularly when fasting for 12 hours on daily basis in tropical Malaysia. Berroca sought to discover a answer to this by serving to Malaysians keep energised and wholesome all through the whole Ramadan month.

The 2 key challenges Berroca needed to sort out had been establishing Berocca as appropriate for day by day use. With the onset of the COVID-19 pandemic, client shifted to taking extra Vitamin C, thus the model wanted to drive utilization with the intention to revive the declining multivitamin class. Secondly, it appeared to strengthen and personal the ‘vitality’ fairness, which then was a whitespace. Berocca selected Ramadan as the perfect time to do that, the place they aimed to get Malaysians to take Berocca day by day through the Ramadan month and persuade them that Berocca retains them energetic all through the day, enabling them to do extra for themselves and others – a key precept throughout Ramadan.

Berocca selected to align its marketing campaign with these two objectives in thoughts, and got here up with the marketing campaign Berhari-hari Bertenaga Bersama Berocca (“Be energised day by day with Berocca”). Moreover is the marketing campaign slogan’s native relevance, which makes use of the BER prefix that begins off the model namel,additionally used as a prefix for Malaysian motion phrases. Thus every time Malaysians look to be lively, they should start with a BER. Run → Operating or in Malaysian Lari → Berlari.

The model sought to develop social content material that generated engagement with shoppers for this marketing campaign, and did this by designing a 30-day #BeroccaBERchallenge that will maintain folks lively and energised through the Ramadan month, exemplify Berocca’s advantages in offering long-lasting vitality through the fasting month, and serve reminders to devour the product and kind a behavior of day by day utilization by incorporating a “shock” ingredient that exposed a BER-activity on daily basis.

The #BeroccaBERchallenge was applied as a one-month marketing campaign throughout a number of digital media touchpoints in three phases: driving consciousness on the significance of ‘vitality,’ create pleasure and buzz from the challenges and maximise conversion to trial and gross sales of Berocca merchandise. As an illustration, video adverts had been positioned on YouTube, Video-on-Demand platforms, FTA and Pay TV channels, and a brand new BER-activity was posted every day on social media, with new challenges to remain energised all through Ramadan.

Berocca additionally enlisted KOLs to participate, with shock deliveries fabricated from the 30-day #BeroccaBERchallenge Ramadan Calendar pack – every day containing an exercise and a sachet of Berocca. This might encourage the KOLs to create content material as they carry out the varied challenges.

Berocca additionally introduced in Ustaz Don Daniyal, a outstanding Muslim non secular determine and a social media influencer, to host 12 episodes of 90-second movies explaining the non secular and non secular context behind the #BERchallenge phrases. Conversational stickers on social media websites additionally helped Malaysians categorical Ramadan greetings in a enjoyable approach and enabled Berocca to hitch of their on a regular basis conversations with catchphrases corresponding to “persistence”, “let’s break quick”, “pray extra.”

To drive conversion, the identical calendar pack utilized by KOLs was made accessible on eCommerce website Shopee, offered completely on the Bayer retailer. Moreover, a ‘dwell promoting professional’ hosted 3 x 45-minute classes to clarify Berocca merchandise’ advantages, reply queries about utilization and promote the calendar pack whereas incentivising viewers to shut the loop by offering rebate vouchers and Shopee cash on the app.

The marketing campaign obtained 14.2 million accomplished views throughout YouTube, Fb and leisure platform Viu. As for engagement, Fb and Instagram posts attain 28.7 million customers reached and an general engagement fee of 6%. The KOL’s day by day #BERchallenge postings reached 824K folks, garnering 535K engagements in complete.

Berocca’s Fb and Instagram pages noticed its KOL’s posts led to elevated curiosity within the #BERchallenge and its associated contents on Berocca’s Fb and Instagram pages, reaching 784K folks general. The day by day #BERchallenge postings additionally generated an engagement fee of 36% (vs. a mean of three%) beforehand. Fishermen Built-in and MediaCom Malaysia had been concerned within the marketing campaign.

5. RHB Banking Group

A number of SMEs throughout the nation had been pressured to take a success through the pandemic, which solely worsened with declining client confidence and infinite lockdowns. As SMEs contribute 38% of the nationwide GDP and make use of 70% of the nation’s workforce, monetary establishments corresponding to RHB Financial institution felt the necessity to take up methods to offer ample assist assist monetary assist to the struggling native companies.

Though RHB’s enterprise had been on a downward pattern ever because the pandemic hit Malaysia, the corporate didn’t flip a blind eye to its SME companions who had been additionally struggling throughout this time. RHB thus devised a approach they might assist each their SME shoppers and their very own enterprise. This concerned discovering methods to rapidly improve RHB’s market share among the many SME section, stimulate card utilization and strengthen the affinity and belief Malaysians had positioned within the financial institution throughout these making an attempt occasions.

RHB Financial institution took to a two-pronged strategy in assist dissemination, which concerned the supply of monetary assist and rising account openings, in addition to serving to SMEs acquire traction by exposing them to recent audiences to stimulate spending for RHB’s current prospects. This was termed ‘Mission Open,’ described by the corporate as an end-to-end on-line initiative to maintain Malaysia’s SMEs “open” throughout and after lockdown. “Mission Open” would additionally serve to maintain RHB’s personal enterprise amongst key buyer teams.

RHB carried out “Mission Open” in numerous methods. First, the main focus was on channelling RHB’s share of Financial institution Negara’s Particular Reduction Facility (SRF) of RM10 billion help funds to SMEs, and thru digital channels.

The corporate additionally utilised a novel viewers to achieve higher perception into SME Enterprise House owners, by taking over the duty of offering for households and securing workers’ future by encouraging motivation to “keep open”, extending past merely making a revenue. RHB’s artistic work mirrored this sentiment and focused three key SME segments – retail, companies and manufacturing. Every advert contained a easy name for motion: a QR code that linked to RHB’s devoted SME webpage, from which the required assist might be obtained.  

The group additionally launched its #JomSapot initiative – a platform for SMEs to enlist assist from RHB debit and credit score cardholders. Retailers from varied sectors – together with retail, F&B, hospitality, journey, trend and leisure – may listing their companies on #JomSapot, and RHB cardholders in flip may make digital pledges to assist them. These pledges had been then transformed into free social media promoting for the SME companies earlier than finally turning into an precise sale when the cardholder fulfilled their pledge by making a purchase order from that SME.

In line with the model, 7,000 Malaysian companies and extra had been aided consequently, with the SRF accepting over 1,400 profitable functions and RM1 billion given in assist over the span of 4 weeks. #JomSapot additionally succeeded in supporting over 5,700 stores with a 21% improve in spending by RHB credit score and debit cardholders. 

RHB obtained high marks from retail banking prospects, scoring 90% versus the trade common of 83% on consciousness of COVID-19 measures, with a satisfaction rating of seven.65 versus the trade common of seven.55. Mission Open additionally propelled RHB to change into the chief in debit card utilization, with the hole in RHB’s share of debit card spend vs the trade’s rising from 3.8% pre-campaign to 16.3% by the tip of the marketing campaign. FCB Group Malaysia was concerned within the marketing campaign.

Picture courtesy: 123RF

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